The idea of dynamic group influence marketing

Remember the famous "Three Wolves and the Moon" on Amazon (BBC report)? With a different, and slightly happy comments, set a huge sales, once legendary. Think about it, it's really the power of comment. Further thinking, this is more the effect of group influence: through the comments to close the relationship between the potential customer and the reviewer (both into the consumer), when this relationship is narrowing, the potential customers in contrast to the seller and buyer in the process, naturally chose to identify with the buyer this group, began to accept the influence of the buyer group.

How does group influence arise? I've already described the idea of core circle marketing in my previous article, it is thought that a group has a group influence (another article) because there are people in this group who have special focus on certain areas and can act as "experts" in the field in this group, and these "experts" Affects the majority of the population in this area of decision-making, further making this influence from several "experts" sent out, into groups issued, is for group influence. Obviously, there is a dynamic process from the core circle influence to the group influence, which adds a lot of difficulties to quantifying the effect of a certain time. However, I think it is such a dynamic process, for the group influence in the application of Internet Services provides a way: let users dynamic choice of groups, contact groups, identity groups.

We all have this experience: when making decisions, such as buying items, there is always a comparison, from price to performance. So, businesses usually offer more than two products for us to choose from, and we often choose to offer a slightly more expensive product because we want to buy something good. In fact, most of the cases, the two products are almost no difference, even the same enterprise launched. This is the effect of contrast. We can transplant this comparison to the network service, through the contrast to let the user choose, contact, identify the group dynamically, in order to exert the effect of the group influence.

As the beginning of the Amazon example, in E-commerce, users see products, will certainly want to "Wang Po sell melon, puff", how can not say their own things good. But after seeing the comments, this is obviously the actual buyer's experience and experience, in the "Merchant" and "buyer" in the contrast between the two groups, it is natural to identify with the "buyer" group, its group influence will play an effective role. However, this dynamic process is not terminated at this point, but can also provide users with a more accurate group and the whole group of buyers comparison. For example, users can filter reviewers based on their own choices, such as the choice of Beijing buyers, 18~25岁, male buyers, and so on. Or from another perspective, based on the user http://www.aliyun.com/zixun/aggregation/12218.html "> Use habits of Data mining, to recommend a group of comments." Such a "push" group, while improving the user experience, can also provide a very good conduit for the implementation of its business model, such as accurate advertising. After such a screening or referral, users can more easily contact with their own identity groups, and the overall comparison, will naturally accept the influence of group influence. The user experience can be greatly improved.

Through contrast to guide users to contact groups, and further identify with the group, such a dynamic process, in the application of group influence, stealing thought that there is a great function. When SNS spread to the Internet further, this kind of differentiation may occupy the market place. Of course, the only contrast-oriented is far from enough, such as the marketing of the core circle to get groups, data mining models to improve the user experience and so on can not be ignored in case.

Opinion, inevitably have the wrong place, also hope reader enlighten. (Text/Sun Yu)

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